WÜSTHOF European brand awareness campaign

WÜSTHOF, a long-established German knife brand, wanted greater brand awareness among European consumers across the UK, Germany, France, Austria and the Netherlands, alongside sales of its 'classic' knife collection. The campaign had to work across five markets at once, each with its own behaviours and trends, which ruled out a single uniform content plan. Disrupt Marketing's view was that a food-only creator roster would cap the audience: fashion, lifestyle and interior design creators could put the knives in front of new audiences, while food specialists proved the product in its intended use.

From June 2022 Disrupt built an always-on, multi-market organic programme on a handpicked, mixed-niche roster of European creators. Talent across the five markets produced their own content featuring WÜSTHOF products, from interiors and lifestyle settings to cooking demonstrations, each carrying click-through links to the brand, and the agency says several pieces went viral. Long-term contracts with high-performing creators were balanced against newly sourced talent to keep the programme fresh.

A mixed-niche roster reached audiences a culinary-only plan would miss while keeping product credibility anchored in real use, and running one coordinated programme across five markets let awareness build in parallel rather than sequentially. The platform split was not disclosed. Disrupt reports 13.7M impressions, a 4.12% average engagement rate, 12K link clicks and more than 500K engagements, and says WÜSTHOF later extended the programme to North America. Every figure is self-reported, the overachieved targets are not published, and no sales impact for the 'classic' collection was disclosed.